The Power Of Customer Context

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The newest way to engage customers is to forge connections through customer interactions with the brand. One of the best ways to do this is to create a self-sustaining cycle of customer interactions across the brand. This article goes into great lengths on how to create what is called the interaction cycle, where customer insights trigger customer interactions, which in turn create new insights to interact with. This Forrester article also lays out four steps in harnessing the power of customer context.

The Enterprise Marketing Technology Playbook For 2019
Joe Stanhope, Rusty Warner, Carlton Doty
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